Bar business bearing up

Sobering economic times haven't shut the tap on at least one type of Sonoma County business -- local watering holes.

Bar and tavern patronage is steady, if not stronger than ever, as people struck by the downturn seek a place to commiserate or drown their sorrows, owners said.

Helping to keep spirits high are extended happy hours and drink promotions that encourage people to go out rather than buying their booze in a store and taking it home.

"It's definitely cruising along, considering how bad things are," said John Ryan, owner of the Sweet Spot Pub & Lounge in Santa Rosa. "You hear people saying they won't cut out beer. It kind of takes the edge off reality."

The buzz from Ryan and others appears to buck a national trend that shows a decline in alcohol sales in bars and restaurants and an increase in off-sale purchases.

A survey of 500 bar managers this summer by the Nielsen Co. and Bevinco said fewer people are coming in, and when they do, they are drinking less and are ordering cheaper drinks. The survey showed beer sales were faring best, followed by hard alcohol and wine.

"Certainly, people are spending less on luxury items," said Jon Fredrikson, a Bay Area wine industry consultant. "People are not splurging."

But at saloons from Cloverdale to Petaluma, barkeeps and patrons alike say business appears to be unchanged or better than about a year ago.

Sherri Hankins, who owns The Hideaway on Petaluma's Kentucky Street, said sales actually increased 10 percent in October and September compared with the same period in 2007.

Even though money is tight, regular customers don't seem willing to give up the simple pleasures that come with imbibing cocktails among friends. Plus, twenty-something patrons appear to have no problem whipping out charge cards to cover bar tabs, Hankins said.

"Credit card sales are off the charts," Hankins said. "I don't think young America understands what the economy is going through."

Beer popular choice

In Santa Rosa, the long wooden bar at the Russian River Brewing Co. also has seen no decline in the number of patrons who belly up for a pint of brew.

Co-owner Natalie Cilurzo said sales were up 12 percent in October compared with last year as customers "traded down" for beer and less-expensive restaurant fare.

She's overheard patrons talking politics and the economy. It's not uncommon for unemployed people to use the brew pub as a place to network for jobs, she said.

"As the saying goes, people drink when times are good, but they may drink even more when times are bad," Cilurzo said.

But the boom period for bars also has a downside.

Sonoma County Health Department officials report an increase in programs for drunken drivers, mirroring a rise in DUIs.

Economy fuels DUIs

While stricter enforcement has played a large role, it's also driven by gloomy economic conditions, said Gino Giannavola, the county's director of alcohol and drug services.

Giannavola said he's added classes this year to accommodate a surge in numbers.

"Typically in situations like this, drinking does increase," he said. "That's how some people deal with the crisis at hand. They try to dull the effects of what's going on around them with alcohol and drugs."

Police say the holiday season presents another reason for people to drink.

Santa Rosa Police Sgt. Doug Schlief, who heads the countywide task force for DUI enforcement, said checkpoints and "saturation patrols" will target people who've consumed beyond the legal limit.

He said the odds of getting arrested are high for those who drink at a bar and try to drive themselves home.

"In the event you want to run in and celebrate, enjoy yourself, but just don't get behind the wheel again," Schlief said.

Still spending

Many patrons said they're willing to get a taxi or designate a driver if it means they can indulge in a time-honored pastime that lifts their spirits.

Getting out to a pub certainly works for Cotati resident Simon Spencer, 34.

Despite the rocky economic period, which has forced Spencer to cut other discretionary spending, the salesman still drops about $200 a week at bars.

Getting a break from the doom and gloom gives him an emotional boost, he said.

"It's an escape from everything around you," Spencer said, sipping a glass of Irish whiskey at The Hideaway. "You can walk in here for a while, see friendly people and get away."

You can reach Staff Writer Paul Payne at 762-7297 or paul.payne@pressdemocrat.com.